2009 Client Symposium Presentations
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May 7, 2009
8:45 - 10:15 a.m.
Session Title: Don't Blink: Integrating Online Social Media Communications and Traditional Marketing
Presenters: Dean Browell and Danny Fell
Organization: Neathawk, Dubuque & Packett

Twitter, Facebook, and LinkedIn are some of the most talked about social media sites on the Internet these days. Millions of people flock to these sites to network with other professionals, reconnect with old friends or to follow people of interest. These sites are also becoming another medium for promoting businesses. This opens up yet another opportunity for healthcare marketers to promote your services to the community. But how?

This session will talk about the different social media sites found on the Web and what opportunities await your hospital there. Fell and Browell will address how you can use the data found in your CRM database to pinpoint appropriate social media sites to use and the content that will best suit the audience. They will also give you some insight into how to promote your social media initiative through traditional marketing, including your one-to-one communications programs through CPM.

May 7, 2009
10:30 - 11:45 a.m.
Session Title: Transforming a Struggling New Movers Program into a Profitable Strategy
Presenters: Denise Stillman and Chris Restle
Organization: Little Company of Mary Hospital

Little Company of Mary Hospital, a 318-bed hospital located in Northern Illinois, like many other hospitals reached out to new residents as a strategy for developing new primary care relationships with potential patients. When the housing market slowed down and fewer new residents were moving into the area, quantities for its regular monthly mailing dwindled to the point that Little Company of Mary began questioning if they could justify mailing such small quantities each month. Yet, at the same time, Little Company of Mary needed to find a way to build Primary Care relationships with Emergency Department users who had never been to their hospital before. They looked to their CRM partner, CPM Marketing Group, for help to overcome the challenge.

May 7, 2009
10:30 - 11:45 a.m.
Session Title: Bariatrics Boom or Bust: Increase Your Odds with Effective Marketing
Presenters: Brent Ruuska, Shannon Gustafson and Russ Lubcke
Organization: SMDC Health System

Find out how St. Mary's Duluth Clinic Health System improved inquiries two-fold since implementing an innovative approach in using market research and clinical information to help deliver targeted marketing messages about medical weight management and bariatric surgery. Come learn how to effectively use your data to assess the competitive landscape, determine audiences to best target, and get measurable results.

May 7, 2009
10:30 - 11:45 a.m.
Session Title: Using Your Database and DSS Workbench as Tools in Business Analysis
Presenters: Patrick Graham and Sue Reimbold
Organization: Community Health Network

Community Health Network (CHN) was presented with the opportunity to assume operation of three retail health clinics. Registration data for these clinics was not available through in-house systems, so CHN turned to CPM and the DSS Workbench to load the data in the CRM database. Reports created and generated in DSS Workbench enabled an analysis of the clinics and their impact on the network. Using the report writing capabilities of DSS Workbench and the expertise of the CPM staff, CHN was able to build the analysis of the retail clinics.

May 7, 2009
1:15 - 2:30 p.m.
Session Title: Health Screenings + CRM=Success: How to Maximize the Use of Health Screenings to Enhance ROI
Presenters: Tandi Phillips Musuraca, Marti Scott and Brian Irby
Organization: OhioHealth

Screenings are becoming a popular way of providing potential patients a medical style encounter, while simultaneously generating down stream revenue that can drive a particular service line. The right call to action can make a significant difference in the success of a CRM campaign. Find out how CRM can help make screenings the right call to action and how to utilize screenings as a marketing tool within your organization.

May 7, 2009
1:15 - 2:30 p.m.
Session Title: Keeping the Patients You Want: Trigger-based Marketing Campaign
Presenters: Jeff Miller and Mark Clark
Organization: MedStar Health

In tight economic times, the practice of following up with your highest-value patients after a recent visit is more than a nice-thing to do … it can be extremely profitable. Triggered relationship management tactics provide BOTH enhanced Lifetime Value potential, as well as short-term return on investment. Session attendees will learn how MedStar Health turned the concept of a simple thank you or follow up educational packet into a methodical, revenue-generation tactic that leverages all of the best qualities of a CRM database.

May 7, 2009
2:45 - 4:00 p.m.
Session Title: S&I Drive ROI: The Edward Screening & Immunizations Program
Presenters: Jill Newham
Organization: Edward Hospital & Health Services

Learn from this 317-bed hospital located in suburban Chicago about how they developed a highly successful patient retention program that helps accomplish two important goals. They are able to stay in touch with patients and keep them healthier by reaching out to non-compliant patients and share important health information and reminders for screenings and immunizations. Examples will also be shared showing how the success of the program is shared internally and how it corresponds with the organization's overall strategic plan.

May 7, 2009
2:45 - 4:00 p.m.
Session Title: Executing Multi-Hospital Service Line Campaigns
Presenters: Michelle Witte and Chris Restle
Organization: BannerHealth

Banner Health uses a franchise model for clinical information systems, finance processes and marketing. This seminar will tell you how Banner Health uses the franchise model in the CRM campaigns. We will discuss creating regional service line campaigns for six hospitals in Arizona and two hospitals in Colorado. You will hear about the process that was used, how Banner could customize for each facility and where a template model is used for all.

May 7, 2009
2:45 - 4:00 p.m.
Session Title: Advanced Mapping: Geocodes as an Added Value in the DSS Workbench
Presenters: Jim Bobalik
Organization: Henry Ford Health System

CPM's DSS Workbench has an often overlooked gem waiting to be discovered: geocoded records. Geocoded records can be imported into a number of external Geographic Information Systems (GIS) applications (such as Mapinfo) to produce insightful and powerful maps. As geocodes are included in the database build, there is a substantial cost benefit as geocoding can be expensive.

May 8, 2009
8:45 - 10: 00 a.m.
Session Title: PURLs & Young Families: Effective Use of PURL Technology in Promoting Pediatric Care
Presenters: Anna Scalora and Brian Irby
Organization: Chilton Memorial Hospital

See how Chilton Memorial Hospital has appealed to young families through revitalization of its Family Care Center and increasing awareness of its Pediatric Emergency Department with the use of CRM strategies. You will learn how Chilton Memorial Hospital integrated Personalized URLs (PURL) into their program and ultimately increased utilization and boosted patient satisfaction scores as part of the hospital's overall plan for growth. Presenters will also discuss the best practices of using multi-touch CRM strategies to maintain contact with these high value patients and show results for down stream revenue.

May 8, 2009
8:45 - 10:15 a.m.
Session Title: Call Center CRM Software Integration
Presenters: Mary Beth Warner, Betsy Reddington and James Hallick
Organization: Unity Health System

Unity Health System's call center software interface to their CPM Marketing Group database allows the contact center to provide relevant marketing information to each consumer that calls into the call center. Unity's marketing team will describe this process, messaging, activity and ROI reporting.